#PEDRALITALES: The New Chapter of Pedrali Advertising Campaign

Pedrali unveils a new chapter of #PEDRALITALES, the 2024 advertising campaign that conveys the brand’s elegant lifestyle through its outdoor collections, set in an outstanding location.

The photos were taken in Sicily at the beginning of summertime and reveal a contemporary style deeply connected with the surrounding landscape, rich in the typical colours and flavors of the Mediterranean scrub. The warm tones of the earth and the use of local materials dominate the scene – dry stone walls lit by the sun, built using local stones, recall the golden hues of honey, beige marble cobblestones, and walls covered with hand-painted majolica tiles echoing the colours of flowers and berries. These elements blend harmoniously with the pure and wild nature. Centuries-old almond trees, olive trees, cacti, succulents plants and aromatic herbs infuse the garden with the scents and history of the place. The flowers offer a rich palette of colours from yellow to pink and purple, transforming the landscape into a natural hand-painted painting. The sunlight reveals evocative shadows, creating rarefied and welcoming atmospheres, while in the background, the blue sea creates a breathtaking contrast.

A genuine Mediterranean backdrop where Pedrali products stand out with bright and playful tones to highlight both their material texture and finishing assortments. These settings sublimate the beauty of the products but also emphasise the deep connection between design and the natural landscape where they are placed. Outdoor spaces’ design in recent years has been effected by significant changes, driven by trends of the sustainability, comfort, and aesthetic innovation. The growing interest in outdoor living has led to the development of solutions which enhance open air spaces, transforming them into pieces of genuine paradises. In the pursuit of blending environments, Pedrali’s outdoor collections offer the same quality and care of indoor furnishings.

The first two settings show a social atmosphere where natural and traditional elements, such as stone or tile walls, are masterfully combined using a colour palette from neutral sand tones to plant greens, and earthy browns, ochres, and beiges, mixed with shades of blue and aqua marine.

The first shot features Toa table by Robin Rizzini and Guinea armchairs by CMP Design. Toa table combines a technical-industrial style with decorative allure, giving life to a functional and evocative product. Lightweight and minimalist, the Toa table distinguishes itself for its solid bridge legs made of die-cast aluminium, thinner at the base and widen up towards the “T” element that supports the top. The use of geometry gives life to an iconic shape that blends the strength and lightness of a minimal design. The table’s stability and mechanical strength are guaranteed by two steel bars joining the two legs to the top. The possibility of combining tops made from durable materials such as solid laminate, also available in stone or terrazzo finishes, makes Toa suitable for outdoor use, as in this case.

Guinea is an aluminium outdoor armchair with an iconic allure that evokes the concept of lightness and transparency. The hallmark of Guinea are the FSC® C114358 certified teak armrests, which fit into the aluminium frame offering a pleasant touch detail that mitigates heat and cold temperatures. A moderate use of a durable tropical wood to preserve the material. The large, welcoming aluminium frame combines with a seat in waterproof textile mesh on which rests a soft, removable cushion. Guinea backrest can be customised in various configurations. The version with a waterproof textile mesh backrest is reminiscent of the traditional director’s chairs, with an enhanced sense of visual lightness. The version with the backrest in aluminium slats may be upholstered in fabric to further enhance comfort.

Toa table also fits in the second shot, surrounded by Lamorisse armchairs by CMP Design. Lamorisse is an armchair designed for outdoor living, but it is equally suited to any setting of pure relax. Its lightweight aluminium structure with oval legs welded to round tube armrests, hosts a large and comfy cushion. The main feature of this armchair is the contrast between the sleek shape of the supporting frame and the use of reach and cozy cushion. The seat is supported by elastic belts that offer maximum comfort and strength which almost disappear to focus the attention on the cushion, consisting of multiple sections joined by a zip and folded to create a shell.

Poolside area, the new Buddy Oasi collection, presented here in vibrant and playful tones, creates an elegant and welcoming corner. Designed by Busetti Garuti Redaelli, generously sized poufs and sofas maintain the contrast between the bold volumes of the seat and the lightness of the legs typical of the Buddy family. The distinguishing feature of Buddy Oasi is the movable backrest, with a soft, organic shape. Made of injected polyurethane foam, it can be easily positioned on the seat to create multiple configurations. A ballast and a non-slip fabric base provide stability to the backrest element. Buddy Oasi is designed to furnish outdoor environments, thanks to a waterproof lining and removable outdoor fabric cover ensuring easy maintenance. Available in five sizes, and two heights, Buddy Oasi offers the freedom to create multiple layouts. Here, Caementum by Marco Merendi and Diego Vencato also finds its place, a monoblock concrete table specifically designed for outdoor use, available in two heights. Through the addition of carefully selected additives, this highly resistant material guarantees excellent technical performance, including ease of cleaning, greater resistance to mechanical stresses and weathering, and low permeability to liquids and stains.

Pedrali’s sofa collections create environments that are both vibrant and relaxing – outdoor livings nestled in lush vegetation, perfect for relaxing in the open air. Arki-Sofa is an outdoor lounge seating system that offers comfort and elegance, same as an indoor sofa. This piece of furniture echoes the extruded aluminium frame and the linear, rigorous shapes of the successful Arki collection. Its geometrically shaped and generously thick cushions rest on a light structure supported by elastic belts. The polyurethane foam padding with waterproof lining covered in outdoor fabric guarantees excellent performances in the open air. The seat is raised off the ground by stainless steel feet, while the backrests and armrests are characterised by distinctive teak details. The “Plus” version offers a wider and deeper seat. The distinguishing features of this piece of furniture are its clean lines and the absence of visible screws. Thanks to linear modules and chaise longues, Arki-Sofa Plus allows multiple compositions to fit different needs of furnishing spaces.

Reva Cocoon, designed by Patrick Jouin, evokes a relaxing, dreamy ambience in its very name. Born from the desire to create a flexible outdoor piece of furniture ensuring ultimate freedom of use, Reva Cocoon is highly configurable to ensure maximum comfort and personalisation. The result is a new concept of elegance marked by pure lines and fine appearance. Reva Cocoon is a system of lounge seats for outdoor use: sofas made up of linear and corner elements and chaise longues, with backrests in two different heights. The line stands out for its striking backrests in stainless steel woven with rope in weather resistant polypropylene, for a truly natural appearance. To enhance comfort and ensure greater seating depth, the high backrests of Reva Cocoon are defined by a double curvature embracing the outline of the frame in extruded aluminium, at the ends of which stand four tapered legs in diecast aluminium. The cozy feeling is enhanced by the soft cushions that rest on the structure available in different shapes: rectangular, square and round. With its generous volumes and high backrests, Reva Cocoon creates a space within the space, offering protection and shelter from the outside world for those seeking a moment of relaxation and escape. The cord element, made 100% in Italy by expert craftsmen, offers privacy yet keeping the piece of furniture airy and bright using a thicker weave in the lower part and a looser one in the upper section. The set also features Panarea lounge by CMP Design, characterised by a traditional element hand-woven in Italy. This lounge armchair comes with a wide seat and a high backrest which outline traces virtual circular space of relax and conviviality. A comfortable cushion in dry-feel polyurethane foam that dries quickly and covered in fabric made from the same yarn used for the woven element. Caementum, presented in a glossy finish and available in blue, green, yellow, and beige colours, and Giravolta wireless lamp by Basaglia Rota Nodari fits perfectly in the setting.

Complete both settings the Twiny by DWA Design Studio, a collection of rugs born from the desire to create even more cosy and intimate atmosphere in the open air. The collection includes two different patterns, both in twill and defined by a discreet graphic sign, one striped and one diagonal. The rug background in neutral shades of sand is divided into two tone-on-tone sections, one lighter and one darker. The name Twiny reflects the essence of the rug design, with two motifs almost like twins: when multiple rugs are placed side by side, they create rhythm and a playful visual effect. The rugs are made from cord obtained by weaving a polypropylene yarn, which is strong yet soft and completely recyclable, ensuring a very high level of performance when placed outdoors, guaranteeing resistance to sunlight and weather, easy cleaning and maintenance.

Nolita sofa and Nolita Relax by CMP Design recall the origins of a historic course, started by Mario Pedrali in 1963 with his first metal garden chairs. A sofa and a lounge armchair that confirm their summery and joyful character, featuring simple and iconic shapes and a steel tube structure that provide visual rhythm and gentle proportions and ensure the greatest strength and durability. Nolita sofa and Nolita Relax keep the collection’s distinctive features of transparency and lightness. The comfort is enhanced by soft cushions padded in polyester, protected by a waterproof lining and covered with outdoor polypropylene fabrics. The versatility of Nolita sofa lies in the possibility to combine different modules: linear or angular with right or left armrest, that can be linked together by an HPL connecting top, available in different colours, rectangular or angular.

Philía, by Odo Fioravanti, takes center stage in a shot. Philía is a collection of outdoor seating reminiscent of the traditional Italian garden chairs, it recalls relaxed lifestyle in open air, typical of the Italian “dolce vita” of the Sixties. A side chair and armchair featured by geometric lines that blend with softer forms typical of the human body. Philía has a resistant high tensile steel tubular frame, while seat and backrest are wrapped in a textured pvc cord. The horizontal direction of the weaving, intersecting at the centre, ensures elasticity and high resistance. The hand-made weave gives softness and comfort to the seat, as well as a tailored made look. Frame and weave can be either one colour or two tones, presented in warm shades that blend easily into natural landscapes.

Anemos table by Pio and Tito Toso and Babila Twist armchairs by Odo Fioravanti, all pictured in warm terracotta shade, recreate a quite corner to enjoy a pleasant break surrounded by nature. Babila Twist stands out for a rhythm of straight and curved lines, creating a connection between the artificial world and the soft body shapes. Babila Twist is characterised by a large and comfy woven seat with a flat rope in weatherresistant polypropylene. This weave, handmade in Italy by expert craftsmen, wraps around the armrests and creates a play of light and shadow on the backrest. Babila Twist distinguishing feature is the combination of a woven body and a tubular steel frame with slats for the seat. These are screwed, making them easy to disassemble and recycle. A comfortable cushion made from dry-feel polyurethane foam that dries quickly, is covered in fabric for outdoor use. Anemos is a table characterised by simple and architectural shapes designed to enhance the texture of concrete, giving it a new style. The distinctive feature of Anemos is the base, composed of two separate concrete shells secured to the top. Like a structural membrane, these elements free themselves from their image of intrinsic weight and, through a double curvature, take on a flexible and sinuous shape. This very shape allows the thickness of the concrete to be left to a minimum. The result is a table that seems sculpted by the wind, visually light yet stable and solid due to its significant weight, capable of supporting large tops.

The idea behind Panarea, designed by CMP Design, is rooted in the Mediterranean coastline, and in the colours and refreshing breeze of an outdoor dinner on a sea-facing terrace, on a pleasant summer day. This collection of outdoor seats, including an armchair and a lounge armchair, feature a traditional element hand-woven in Italy as a sign of respect for and dedication to Italian craftsmanship. The wide and curved backrest is woven in polypropylene cord which creates an original geometrical pattern and wraps around the tubular steel frame as far as the armrests. This use of cord emphasises Panarea’s elegant appearance and optimises the weave, resulting in a double curvature that gives the chair a three-dimensionality and graphic rigour, as well as making it transparent, easy to move and suitable for outdoor use. A comfortable cushion in dry-feel polyurethane foam that dries quickly and covered in fabric made from the same yarn used for the woven element.

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Pedrali, the leading Italian company that produces contemporary furniture for contract and residential, has recently inaugurated its new workspaces at the Headquarters in Mornico Al Serio (Bergamo). The project, named Pedrali Collaborative Space, was designed by the Milanese architectural firm Park Associati, which in 2022 oversaw the renovation and expansion of the company restaurant.

From the very name – Pedrali Collaborative Space – it is clear that the guiding principle behind the design was to create a contemporary, dynamic and flexible workspace, developed through the modulation of an innovative layout that focuses on the comfort of the people who use these spaces everyday.

The last few years have been rethinking the workspaces with new cross, hybrid areas that move away from the static nature of traditional offices. The modern workspace is no longer just a work area, but a community space that fosters company culture and encourages interaction, sharing, and collaboration. The result is a mix of functional areas that serve as a setting for Pedrali products which, placed inside a neutral container, are displayed and used in perfect harmony with the architectural volume thanks to the refined selection of models, fabrics and colours.

Within the Pedrali Collaborative Space well-being and innovation go hand in hand. The furnishings can be customised and equipped with high-end mechanisms capable of adapting to the user. This adaptability is not just about comfort but also about giving individuals full control and management of their workspace, improving emotional quality, stimulating creativity and teamwork, and responding to the demands of the digital age.

The evolution of work dynamics in recent years has led to a transformation of the workspaces into a place for social interaction, idea generation and community building. Its purpose is to facilitate collaboration, creativity, and learning. Fluidity and sharing are therefore identified as the key concepts that animate the 560 sqm of the Pedrali Collaborative Space, divided into three main areas: the contemporary workspace with multiple workstations, the meeting areas and the breakout rooms.

The terracotta-colour, a common thread linking the new workspaces to the company restaurant project, catches the attention of those who cross the threshold of the entrance to the workspaces building, whose access area is outlined by a double-height space, providing a sense of verticality thanks to the elegant and majestic presence of 25 Isotta pendant lamps by Basaglia Rota Nodari.

The smart office is characterised by 32 workstations spread over the entire floor, defined by the practical Arki-Table Adjustable Desk, which guarantees maximum comfort and ergonomics thanks to its heightadjustable top. The components of office furniture are evolving to achieve better performance, with the primary goal of enhancing people’s well-being. Through a mobile application installed on smartphones, users can save personalized settings for the Arki-table adjustable desk and set personal wellness goals, allowing for a combination of standing and sitting work.

A sound absorbing panel upholstered in fabric can divide the space between different workstations. Accompanying the Arki-Table adjustable Desk is Polar, designed by Jorge Pensi Design Studio, a task chair that ensures maximum customization in terms of ergonomics. Characterised by an organic form Polar is designed to adapt to the human body, ensuring the well-being of its users. A dynamic object with a clear identity, it can fit into a variety of settings such as workspaces and multipurpose spaces. The chair guarantees excellent comfort thanks to its weight-activated, synchro-tilt mechanism that is able to regulate the degree of tilting autonomously according to the user’s body weight. The backrest consists of an injected-moulded nylon frame with a breathable, flexible polyester mesh for a sense of transparency. The injection moulded polypropylene support at the lumbar area may be adjusted to the user’s needs. The seat, in polyurethane foam, can move via a special mechanism that allows its depth to be adjusted. Polar is available as a chair or armchair. The latter features minimalist armrests that can be adjusted in height, depth and width, and can be orientated to suit the user’s needs. The performance of the mechanisms makes the Polar armchair conform to type A of the UNI EN 1335-1:2020 standard, ensuring ergonomics principals and wellbeing in the work environments. Boxie, the wheeled storage system by Claudio Dondoli & Marco Pocci, completes the space.

During the working day, meetings are crucial moments that can affect the quality of projects, providing opportunities for enrichment and comparison. The Pedrali Collaborative Space hosts three well-organized meeting rooms, delimited by glass walls that harmoniously allow for dialogue while maintaining the privacy required by the context. In the central area, two rooms feature the linearity and rigour of the Arki-Table, surrounded by the Nym Soft armchairs by CMP Design in the first setting and the Laja armchairs, designed by Alessandro Busana, in the second – both with swivel bases. Elinor collection by Claudio Bellini characterises the third and last meeting area: the task armchair Elinor low back, with its dynamism, flexibility and attention to user’s well-being, synthesises the different attitudes and ways of experiencing the workspace of the future, is placed around the Elinor table, a multitasking product characterised by premium aesthetic credentials that meets the needs of a constantly-changing market. Elinor low back, characterised by a lower backrest and sinuous lines, is designed to seamlessly fit both in meeting rooms and executive offices. This task chair has an elegant height-adjustable base in die-cast aluminium. A weight-activated synchro-tilt mechanism integrated in the upholstered seat allows the tilting to be self-regulated according to the user’s body weight, ensuring that the back is kept in the most comfortable position. Other strong points of Elinor low back are its comfort and body hugging feeling, thanks to the polyurethane injected foam on both seat and back. A light, slimline, strong armrest in die-cast aluminium defines the base of the backrest with its fluid line, accentuating the attention to detail that characterises this collection.

Ypsilon Connect by Jorge Pensi Design Studio is a standout feature in all three spaces. This elegant and functional free standing, sound absorbing space divider offers extensive customisation possibilities, defining new layouts and managing spaces more effectively, adapting workspaces to corporate training or meeting room situations. On each side of the panel it is possible to add accessories such as whiteboards, shelves, coat hangers or, thanks to a special provision for the passage of sockets, enable the attachment of a screen.

To promote social interaction, the demand for breakout areas has grown, providing spaces for relaxation or breaks with colleagues. Toa table by Robin Rizzini, lightweight and minimalist, is characterised by a solid die-cast aluminium frame in a fluid geometric design, suitable to support large sized tops. Moreover, being endlessly modular in length and width, it’s the perfect choice for workspaces, shaping different settings such as “light” offices and executive rooms. Inside the Pedrali Collaborative Space, surrounded by Nemea chairs by CMP Design, Toa presents itself as a large convivial table with the dual function of a break or informal meeting space.

A more intimate area is provided by Buddyhub by Busetti Garuti Redaelli, a functional and efficient furnishing element, characterised by a wrap-around, sound absorbing panel, available in two heights, that envelops the seat in a sort of enclosed niche. Buddyhub is available as an armchair or sofa, and can be used as a quiet, sound-proofed temporary workstation. It is created to meet the needs of open spaces typical of a contemporary working environment. It is also possible to place two units opposite each other and to join them by means of a panel, thus creating a four-seat box suitable for an informal meeting, a phone booth or a break out area. The functionality of this element is further enhanced by the possibility of adding sockets both to the armchair and box versions, so as to be able to connect a charger. In this case, it is also possible to provide for a screen holder, a peninsula table or a shelf. The soft lines and clean design of the Buddy coffee tables by Busetti Garuti Redaelli add the finishing touches to the space.

In the Pedrali Collaborative Space special attention was paid to selected materials. The staircase ramps and the handrails are covered in natural oak, the same material used for the entire flooring of the workspace, which is floating and radiant with wooden square tiles. Another relevant issue in an open-plan workspace is the sound insulation. Running along the entire perimeter of the architectural structure – both along the glass and masonry walls – is a system of acoustic curtains. These curtains not only serve to soundproof the space but also allow for the management of natural light, creating a harmonious atmosphere and contributing to the perception of a neutral and homogeneous envelope. Also on the ceiling, a system of sound absorbing panels on tracks fosters concentration by creating an acoustically protected workspace.

Energy efficiency is a relevant focus in the project by Park Associati. First of all, a conspicuous thermal and acoustic insulation has been applied to the ceiling of the space to be heated. Secondly, a structurally integrated radiant system has been installed in the floating floor, providing both winter heating and summer cooling. This system is coupled with controlled mechanical ventilation for air exchange and summer dehumidification. The necessary thermal and cooling energy is produced by a heat pump with high seasonal efficiency. With a view to constantly improving the company in the wake of sustainability, the energy required to power these new workspaces is also generated by photovoltaic panels installed on the factories.

Inside the Pedrali Headquarters in Mornico al Serio, the Pedrali Collaborative Space stands for a place for exchanges and comparisons where well-being and comfort blend seamlessly with the fluidity and openness of the spaces: the same spaces that, every day, host everyday scenes from the Pedrali community.

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